Writing website copy might seem daunting, but it’s a skill that anyone can learn. Whether you’re new to copywriting or managing your business’s online presence, crafting compelling website content is within your reach.
Drawing from two decades of experience as a copywriter, I’ve honed an 8-point checklist that not only ensures engaging content but also drives sales. Today, I’m sharing these valuable insights to empower you in crafting website copy that sells.
Understanding Website Copywriting
Website copy, also referred to as “website content,” constitutes the text displayed on a website. Its primary purpose is to captivate visitors and encourage them to take action, whether it’s making a purchase, subscribing to a service, or signing up for newsletters.
The Importance of Compelling Website Copy
Why does website copy matter? Three core reasons make it vital:
- Driving Sales: Well-crafted website copy directly influences the sale of products or services. Compelling, convincing language can nudge a potential customer towards making a purchase.
- Enhancing SEO: Quality content improves search engine ranking, particularly on Google. Strategic use of keywords and informative content attracts search engine algorithms and, in turn, potential visitors.
- Standing Out: In a saturated online market, compelling copy helps a business distinguish itself. It’s not just about what you say, but how you say it that sets you apart.
The 8-Point Checklist
Let’s delve deeper into the checklist that forms the foundation of effective website copy:
1. Crafting a Clear Headline
Your headline is the gateway to your website. It should succinctly and clearly convey the webpage’s essence within seconds. Think of it as the first impression; it needs to be compelling enough to encourage further exploration.
2. Deciding on Primary Actions
Offer a clear direction for your visitors. Decide on the main action you want them to take, whether it’s making contact, purchasing, or seeking a quote. Highlight this action with a prominent, bright call-to-action button placed strategically throughout the webpage to increase conversion rates.
3. Addressing Audience Needs
Understanding and addressing your target audience’s problems, challenges, and desires builds trust. Present your product or service as the solution to their identified issues. This personal touch can significantly impact how your audience engages with your content.
4. Strategic Keyword Inclusion
Incorporate relevant keywords naturally within your content, particularly in headings, alt text, and body copy, to improve your website’s search engine ranking. Avoid keyword stuffing to prevent potential blacklisting by Google. It’s not just about using keywords but using them in a way that feels natural and serves the reader.
5. Simplifying Language
Write at a 5th grade reading level to ensure universal understanding. Avoid jargon or complex terminology that might confuse visitors about your website’s purpose. The goal is to make your content accessible and engaging for as many people as possible.
6. Appeal to Scanners and Scrollers
Recognize that most visitors skim rather than read entire pages. Format your content with short sentences, thin paragraphs, and informative headings that summarize each section to cater to this browsing behavior. This format doesn’t just make it easier for visitors but also emphasizes the key points for those who scan.
7. Authentic Image Inclusion
Utilize genuine images of real people, whether your team, clients, or customers, to create an authentic and relatable impression. Stock images can often feel impersonal and overused. Authenticity goes a long way in establishing a connection with your audience.
8. Focusing on Benefits Over Features
Highlighting the benefits of your product or service rather than just listing its features is crucial. Benefits resonate more with potential customers as they can envision the value of what you offer in their lives. It’s about translating the technical aspects into real-world advantages that your audience can relate to.
Mastering the Art of Writing Website Copy
Mastering the art of writing website copy involves understanding your audience, effectively conveying your message, and encouraging action. Employing this 8-point checklist can significantly enhance the effectiveness of your website content. For a detailed breakdown of this checklist, download the free guide here. Join my free weekly newsletter for more invaluable copywriting tips.
